FAST channels transform India's TV landscape as CTV adoption soars

As the world shifts towards digital-first entertainment experiences, a new technology is emerging on the Indian streaming scene: FAST (Free Ad-Supported Streaming) Channels. Offering viewers access to content at no cost, funded through advertisements, FAST channels are quickly becoming a dominant force in India’s rapidly growing Connected TV (CTV) landscape, which now includes 80.2 million CTV households. With an impressive growth trajectory of over 34% since 2023, FAST channels are revolutionizing how Indian audiences consume news, entertainment, and more.

FAST channels, popular in countries like the US, are now gaining traction in India, a country with over 55 million Connected TV households. These channels offer curated, genre-specific programming, ranging from news and entertainment to sports and documentaries—all for free. This model is becoming increasingly popular, particularly among the growing number of Indian consumers shifting from traditional cable TV to CTV platforms. Last year, the number of cord-cutting households rose from 20 million to 34 million. FAST channels eliminate subscription costs while delivering the same, or even better, viewing experiences via connected devices such as Smart TVs.

With major CTV brands like Samsung, LG, Xiaomi, OnePlus, Croma, TCL, Vise, iFFALCON, Lloyd, and Haier all supporting FAST channels, the stage is set for these platforms to transform India’s TV viewing habits.

Hindi News Channels FAST Rankings

In the world of Hindi news, FAST channels are proving to be a crucial distribution medium. According to Chrome Digital Track, which provides critical insights into the CTV universe, the following are the Top 5 Hindi News Channels by average rank across major CTV brands for Week 42 of 2024.

Rank refers to the position of a TV channel in a descending sequence based on its order of appearance across specific Connected TV (CTV) brands. This ranking is determined by how prominently the channel is listed or featured within the interface of CTV platforms such as Samsung, LG, Xiaomi, OnePlus, and others. The lower the rank number, the higher the channel's visibility and priority on these platforms.

These rankings highlight the ongoing shift in viewership patterns, as consumers increasingly turn to CTVs for their news consumption. ABP News, India TV, and Aaj Tak lead the pack, maintaining strong positions across multiple platforms.

As Indian consumers demand more accessible content and advertisers seek to target a diverse, growing audience, FAST channels are set to revolutionize the media landscape. With the rise of connected devices, viewers are no longer bound to traditional cable or satellite services. Instead, they can enjoy high-quality content, including live news, entertainment, and sports, all through their Smart TVs.

For brands and advertisers, FAST offers a new frontier for audience engagement. With free access driving higher viewership numbers, brands can place their ads in front of larger, more diverse audiences, increasing their reach and effectiveness.

The future of FAST channels in India looks promising. As more households transition to Connected TVs, expect to see a surge in content availability, as well as a rise in advertisers eager to capitalize on this expanding viewership base.

With platforms like Chrome Digital Track providing real-time insights into FAST channel performance, industry stakeholders have an invaluable tool for making informed decisions about content strategy, advertising, and market growth. The Top 5 Hindi news channels are leading the way, proving that FAST channels are not just a fleeting trend, but the next big evolution in the Indian media ecosystem.

Stay tuned for more insights from Chrome Digital Track as the future of television continues to unfold!

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